The political news from Quebec often hits the front pages of the American press. But the economic developments in that French‐speaking Canadian province are much less known in the United States.

Working to correct this imbalance is Edward J. Ives, a market development consultant for Quebec based in New York. His job is to stimulate sales of consumer goods made by Quebecers in this country. With retailers and sales agents as his prime target, his role is to open new channels of distribution for Quebec products that might otherwise be untapped.

“I want to get them greater exposure and sales,” said Mr. Ives, whose office is at Quebec Government House in Manhattan. “We feel that when they no longer need us any more and can do the work themselves, we've done our job.”

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While Mr. Ives does not take full credit for the increase in American sales of Quebec consumer merchandise since he took over his post in 1970, he does note that volume has advanced from $5 million that year to about $67 million in 1976: Among the categories included are apparel, furniture, food, cosmetics and leather.

In working with some 250 Quebec manufacturers annually, Mr. Ives offers them a trade center to display their goods for short periods plus an analysis of their marketing problems in the United States. A determination of market objectives, assistance in making contact with American stores and recommendation concerning pricing policies are among the facilities made available to Quebec companies.

Another important service for these manufacturers is the creation of exhibits sponsored by the Quebec government at trade shows in which companies can participate. The semiannual presentations in New York of the National Association of Men's Sportswear Buyers and the National Shoe Fair are included in the shows in which a single Quebec exhibit is put together for maximum impact and identification.

• • •

One small‐leather goods company that worked with the Quebec office in New York raised its American sales from $200,000 to more than $5 million in seven years by creating new styles for this market. A men's clothing producer that learned about sending its new styles to leading department stores for “trunk shows” showed similar increases.

Not all of the manufacturers who come to the Quebec office here follow the advice they are given. A perfume producer was told that the brown packaging for his ‘bottles was not one that attracted American women, but he persisted despite static volume. A furniture company that was told to improve the finishes on its line of maple furniture refused and found that department stores would not carry the products.

Mr. Ives—an American whose•background includes jobs at ad agencies and retail stores and whose French is parfait—is not daunted by these reactions. “I keep telling them that they’ can't Sell their merchandise in the U.S. marketplace unchanged,” he said. “That's the way to reach the point of sale.”

Burson to pet Award

Harold Burson, chairinan of BursonMarsteller, has been named public relations professional‐of‐the‐year by Public Relations News. He is the 17th recipient of the award, which he will receive at a luncheon in New York on Oct. 13.

Mr. Burson has been chief executive officer of the public relations agency bearing his name since it was founded in 1953. Burson‐Marsteller is a subsidiary of Marsteller Inc., the advertising agency.

Aerial Ad for Book

If you happen to be in the Hamptons during the next two weekends and spot a small plane towing a banner with the words “'The Benedict Arnold Connection.’ Read It, “ think of Joe DiMona.

Mr. DiMona is the author of that book and is paying for the aerial advertisement promoting his work out his own pocket. That's one way to increase royalties.

A Dangling of Dingles

For those who don't know what a “dingle” is, here's the answer: a superreflective safety disc with a night‐time visibility four times brighter than highway reflector. Now that you know, explaining the Monsanto Textiles Company's September ad campaign should be easier.

Print ads appearing in five trade publications will carry back‐to‐back promotions called “Dangle Your Dingle,” which feature holiday shirt and warmup collections made by Pilgrim Sportswear Inc. that have dingles attached to them. Matthew‐Lawrence was the shop that put together the ads.

Magazine‐Buying Study

That 136‐page study of why and how people buy magazines — conducted by Lieberman Research, sponsored by the Publishers Clearing House and announced late last year — is now available to the public. P.C.H., in Port Washington, N.Y.. will give it to those in the magazine business and sell it to (Alters at $25 a copy. P.C.H.. of course, knows who is in the magazine business.

Peter Heinz elected a senior vice president of Rosenfeld, Sirowitz & Lawson Inc.

Mort Weinstein elected a senior vice president and director of marketing . services :at AC&R Advertising Inc. Edward L. Graf named a senior vice president at Ketchum, MacLeod &

Grove Inc., Pittsburgh.

James P, Walsh has joined Times Mirror Magazines Inc. as vice president and director of advertising for the Times Mirror Magazine Network. Vincent Trovati named advertising director of the U.S. Pharmaceutical Company of E. R. Squibb & Sons Inc.

Addenda

Weight Watchers magazine increasing its circulation rate base to 800,000 from 500,000 effective with the January issue. Page rates for black‐and‐white will increase to $6,900, and four‐color to $9,650. . . 1Tennis magazine increasing its circulation rate base to 425,000 from 400,000 effective with the January issue. Black‐and‐white page rate goes to $5,610, and four‐color to $8,415.

New Adverse View Of Comparative Ads

On Thursday, it was Tylenol winning a court battle to stop Anacin from making certain advertising claims. Over the weekend, it was a National Advertising Review Board panel stating that if comparative advertising is used at all, it should principally serve consumer interests.

Yesterday the third shoe dropped as Ogilvy & Mather Inc., the big ad agency, said that it was advising clients not to indulge in comparative TV commercials because the practice often backfires, Bring back Brand X!

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